This article was on the cover of the Vancouver Sun today:
It’s been a longer haul than your average pizza delivery, but Boston Pizza is on track to deliver 2,200 medium pizzas more than 10,000 kilometres to just about every Canadian soldier in Afghanistan next Tuesday. A shipment of frozen ingredients left Canada on Oct. 31 and arrived in Kabul Nov. 2, and with the help of some culinary savvy from the Richmond-based restaurateur will form the basis of a Remembrance Day feast.
You can’t buy that kind of advertising. Well, I guess you can with 2200 pizzas. Regardless, a brilliant tactical move by the marketing folks at Boston Pizza.